The Brand Equation: Trust + Connection

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Radio. This is Beyond Confidence with
your host Dvaparnk. Do you want to

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live a more fulfilling life? Do
you want to live your legacy and achieve

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your personal, professional, and financial
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Park's Beyond Confidence, you will hear
real stories of leaders, entrepreneurs, and

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achievers who have stepped into discomfort,
shanner their status quo, and are living

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the life they want. You will
learn how relationships are the key to achieving

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your aspirations and financial goals. Moving
your career business forward does not have to

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happen at the expense of your personal
or family life, or vice versa.

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Learn more www dot dvapark dot com
and you can connect with div D contact

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dapark dot com. This is beyond
confidence and now here's your host, d

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A. Park. Hello, Hello, Hello, It's Tuesday morning, and

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I am so thrilled to be here
with you. Why because it's always you

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are the soul of my show and
to be with you is the best thing

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because you are so important to me. And also I want to thank each

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and every one of you who has
reached out to us and shared what kind

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of stories do you want us to
growing, which experts to growing and how

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we can support you to live a
better life. And also thank you to

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all of you who have purchased my
books. You can see couple of those

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in the bag. Expert to Influencer
and the Entrepreneur's Gotten and they will help

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you, especially if you're an entrepreneur
or even if you're looking to build those

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nine relationships, whether it's with money
or with results or with yourself entrepreneurs,

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Goden will help you. An expert
to influencer will help you to become that

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influencer that is like a rising tide
that lifts all boats. It's about the

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impact, It's not about the numbers. It's not about the likes you get,

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it's about impacting even one person.
So if you've not got the books,

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please get it, because when you
purchase those books, your investment helps

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us help the entrepreneurs all across the
globe. And I'm sure you'll remember,

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I'm still inviting you to spend that
one hour of your time every month,

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with no strings attached, helping other
people, keeping that kindness circle going.

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So let's go ahead and get started. I'm going to bring in our guest

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erin Marcas Malcolm. Aaron, Hello, thank you so much for having me.

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I'm excited to be chatting with you. This is awesome. Oh,

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excited to have you here. So, Aaron, we usually started the beginning.

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Do you recall any moment from your
childhood that still stands out for you

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today? Oh, my gosh,
moments that stand out. What's funny when

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you say that is there's nothing in
my childhood that stands out. Just keeping

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this related to now that I would
end up where I am right. I

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didn't have an entrepreneur environment. I
didn't have a business owner environment. I

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grew up blue collar in Chicago.
My dad was a cop, my mom

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was a hairdresser. Like just get
a job and stay there would have been

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very right, would have been great. And so I definitely, you know,

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my young childhood fun all sorts of
things, dogs, vacations, teenage

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years. I was, I call
it now, a professional juvenile delinquent.

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I use the term professional because I
made money at it. You can argue

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whether that was bad parenting or bad
child I can't blame them for everything,

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that's for sure, but something that
stands out, I think it's more if

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I had to really stay like again, kind of relating it to where I

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am now. One of the themes
that I from my childhood that I think

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helps me now is knowing that I
had to be in charge. Not I

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had to be, but everybody should
be in charge of their own endgame like

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that. If you're not making decisions
for you, you're giving away that power

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to people who are not vested in
you. So I always felt like I

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could do whatever I want and I
could have whatever I want, but it

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also always knew that I was going
to have to get there myself, not

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in any negative way, not with
a chip on my shoulder, but more

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of a norm like, Okay,
just go do it, that's what you

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want that's great, Go do it. You have to make it happen.

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So I think that theme is a
lot of what stands out in my childhood.

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Well, as you mentioned that you
took it very beautifully, you did

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not take it somewhere like oh,
that's a chip on my shoulder and I'm

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going to use it as a crutch
rather than that, how can I keep

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my power? Yeah, it was
never I think that's because it was modeled

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to me as an opportunity. It
wasn't modeled as a bad thing. This

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whole idea that you have to advocate
for yourself, and truthfully it comes out

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of health issues as a child and
watching my mother advocate for me instead of

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sitting back and waiting to see what
someone else might want to do or might

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think is the right idea. When
I was a teenager and wanted money,

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she said, great, you can
have all the money you want. Go

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get a job, right, Like, how do you do that? We'll

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see that street there with all the
stories on it, Go into each and

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every one of them and ask them
in they're hiring until one of them says

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yes, oh okay. You know. I wasn't happy about that, but

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I did it and so it was
never illustrated to me that having to take

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care of yourself was anything except normal. Well, it's really great if you

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kind of think about it, because
so many it's very interesting. Recently I

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was just kind of work with a
cohort on intergenerational communication, and it has

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become very apparent that a lot of
zgen expect their parents to take care of

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certain things for them, even in
their twenties. So and then what happens

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is it allows for some growth in
some areas, and in some areas it

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miditer growth. So in your case, so there's no right or wrong for

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anything basically, and yet like in
your case, it pushed you and okay,

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hey, you want to create your
future. You want to create X,

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Y and Z, go do it. And it shifted back the responsibility

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and the power back to you.
Yeah. And it also the other thing

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it does is it creates self trust. Right because I want to go do

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the things, all right, I
want to go make money. I have

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to get a job. So I
got a job, and I made money

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and I got to spend that money
however I wanted to. So again just

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because that's who we are, this
framework of business owner, entrepreneur I think

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doing that for so many years allows
me to take risk now, to go

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for something bigger now, because the
thing that I know is I'll always be

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okay, because I'll just always take
care of myself because I always did,

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and again not with a chip on
my shoulder, but just because it was

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normal. And going back to your
comment about gen Z and the younger generations

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that expect their parents to take care
of certain things for them, like these

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parents aren't doing their kids any favors, like can't blame the kids, they

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didn't raise themselves. Like Okay,
now you're an adult, you have to

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decide do you still want to stay
in that situation? And I remember you

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want to laugh, Like I remember
when I turned six teen, when I

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got my driver's license, I wanted
to be able to drive the car and

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it was my mom's car that she
used ninety percent of the time. So

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in order to even have access to
the car, not my own car,

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but in order to have access to
the car that was seldom available to me,

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my mother's car insurance went up.
This was crazy, by forty dollars

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a month in nineteen eighty six.
Do you know how much money that was?

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I mean, right, my mom, Oh my god, my mom.

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To have me on her insurance cost
an extra forty dollars a month.

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So in order to even be allowed
to use the car if it was available,

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I had to pay that forty dollars
a month. And actually, what

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you're telling is something that was very
normal for our generation. They're so for

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example, like you know, when
I was using one of the vehicles,

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I had to pay for the guests. So in my case, if insurance

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was covered, but I had to
cover the guests. And when you're doing

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that, then you learn to appreciate
more. And because of internet and social

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media, everything is so much running
into instant gratification. So coming back to

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your story, you know you mentioned
something about professional juvenile delinquent. Can you

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expand on that. I was a
bad kid, right, we made money

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doing illegal things. But the other
the part of that though I was in

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Chicago, first of all, I
always grew up in the city in the

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seventies and eighties, and looking at
the situation now and watching, first of

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all, when we have reunions,
a lot of us talk about it's amazing

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how well a lot of us are
doing all things considered. Huh, isn't

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that interesting, But the activities that
we were involved in were usually not harming

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people who weren't choosing to be a
part of those activities. So I think

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that's a difference versus what you see
now with jobs downtown and steal it,

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you know, just destroying. We
were we weren't being good kids, but

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we weren't being a menace to society
type of situation. But the other thing

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is, and maybe it's because I
don't have kids, I do still tend

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to relate to that story versus the
parental version of the story, where I

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think, if your kids managed to
get through teens and young adulthood without doing

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anything so horrible that it do completely
do rails them, what's the big you

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know, really it isn't really well
for themselves. I agree, like there's

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a line between Okay, this wasn't
behavior, but it also really does it

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really have lifelong consequences? No?
Then why are we making such a huge

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deal out of every little thing?
So true? So true? And that's

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another thing that I've seen a lot
of parents putting that pressure on youngsters that

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you can do this, you can
do that, and you've got to achieve

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this, and you've got to achieve
that, So that has repercussions of its

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own. So moving the story forward, as you said that, you know

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you had your escapades, but nothing
that I gotta say something like, you

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know, as teenagers, we all
make mistakes and as you mentioned, that's

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how we learn, that's how you
learn. And I think you know the

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plus a negative. The plus side
is there was no social media, so

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there's no proof. There's no proof
of any of this. I don't I

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don't have a police record. It
never got to that point, so there's

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no proof of this. But the
other thing is the lack of allowing failure

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creates fear of failure, intensity over
every little thing, having to be perfect,

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having to be the top of whatever
it is, creates this fear of

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failure, and fear of failure creates
fear of trying. Yeah, and that

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takes us to the risk, Like
so many youngsters are afraid to take risks

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because as you mentioned, it's above
bus on being perfect. Especially social media

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has created this fake facade that oh, yes, like because mostly people will

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take the selfies they're they're looking good, they're they're having like a dinner at

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a really good restaurant when they're out
on vacationing or you know, when it's

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something really good happening. So it
appears that everybody is doing so well,

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and that's not the reality because most
people have something going wrong for them each

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and every single day. So coming
in of that, yeah, did your

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life take you beyond your eye years? So I went to college right after

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high school, which not because of
my grades, because back then it was

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easier to get in college, just
because I tested literally tested into it.

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And then it got more interesting,
right like school got more interesting. I

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was surrounded by people who were doing
excited about doing things within their classes as

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opposed to externally. And it was
really what I ended up doing for most

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of my career was just having a
really good work ethic. Right. I

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never was one of those people who, like, I think it's an absolute

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miracle that's someone at nine years old, I want to do this, and

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then they set out to do it
and then they actually do it, Like

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I never knew what did I really
want to do? So what I did

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do, though, was I had
a very good work ethic and I would

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do a good job. And every
time I would do a good job,

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it would open the next door lead
to the next promotion and the other thing

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that I did at the same time. Now there's labels for it. It

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didn't need it didn't need a label
back in the nineties to tell me to

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quit every job I hated. But
if I wasn't happy, I left.

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If I wasn't happy, if I
didn't feel that there was an opportunity,

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I found my next job. And
my success at job A either led to

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a promotion or it led to a
better job at the next company. And

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I did that for several years.
And what was the area that you were

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working in? Where did that start
in? It's so weird, like when

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you look at back, my life
is very segmented. So I started out

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just because you got to get a
job out of school. I actually started

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out in property management large apartment complexes. And I started out there because I

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did it as a child. My
mom was a beautician when I was little,

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but then she became a leasing agent
in downtown Chicago, and as a

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kid, I would go to work
with her on the weekends and help because

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that's what we did, right,
Like you go to work with your parents

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and you help you do their job. You do the job. So I

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had jobs as a child, which
is hysterical ten years old. Here go

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show this vacant apartment on the thirtieth
floor to this forty year old man would

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possibly go wrong, like you wouldn't
do that now, But I helped.

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And so when I needed to get
a job when I graduated college, I'm

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like, well, I already know
how to do that. I've been doing

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it since I was ten. And
so I applied for a job in as

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a leasing agent. I got a
job, and I just moved up in

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a property management and bigger and bigger
and bigger apartment complexes. And I laugh,

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you know, at fifty three years
old now looking back at twenty six

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year old me. Then who in
their right mind put twenty six year old

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erin in charge of their multimillion dollar
assetists the manager? Right? But that's

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what happened. It eventually led to
commercial real estate, and that eventually led

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to where I really had a big
career was in financial services. But the

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theme was always marketing and sales.
Marketing and zoos, do a good job,

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step up, learn more, help
more, be interested, take action.

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Right. So what I'm hearing is
that your life traversed through a lot

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of corporate venues and how did the
transition occur? What was that toning point

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that made you go from being corporated
to becoming an all So my ultimate career

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was I was there for twelve years. My fancy title before I left was

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senior vice president of business Development,
and that was at the largest long term

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care insurance only wholesaler in the country. So I was putting together these regional

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and national deals with manufacturers of insurance
met Life, John Worth, John Hancock,

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and then the people who sold it, the banks and the broker dealers.

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And I had amazing people that I
worked with, Absolutely amazing people that

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I worked with who exposed me to
things way above my pregrade. That I

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got an MBA while while I was
in that company, right, So huge

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exposure to big business, right,
corporate level business, multiple million dollar deals,

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things like that. And when I
was it's really weird when I was

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I don't know why this happened,
but when I was about thirty nine,

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forty years old, I started to
feel weird about what I was doing because

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as the company gets bigger, your
job gets smaller. So I was doing

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a less variety of things and I'm
watching this business again with people that I

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loved in a company that was amazing, but I was watching what it started

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to feel very contrived, like it
was being made complex in order for more

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people to make a nickel in the
process. And I think we're way down

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the rabbit hole on that and so
many of our industries in this country that

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the reason things are so expensive is
because everybody wants to make a nickel in

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the process, and so things get
very, very complex. And I was

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watching that happen, and as that
was happening, I was getting further and

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further and further removed from having an
impact or feeling that I was having an

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impact on anything, not because of
anything anyone was doing wrong, but just

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by the nature of companies. So
at the same time, I was getting

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a little older, and I'm starting
to feel like I want something for me

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right. There was a couple of
things that I had been involved in where

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we had been planning and working on
a project for six months, nine months

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a year, and then someone in
the someone in there decides to change their

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path and buy buy project and so
and it just felt very like I wasn't

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in control of my situation. I
was subjected to what other people were going

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to decide, not in a bad
way, but just not in control,

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which, as we established in my
childhood, was kind of a thing,

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and feeling like I wasn't having an
impact, feeling like I'm now old enough

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where i have some information in my
head where I've got some experiences, I

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want to go do something different,
And so is this mixture of boredom,

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constant striving to learn new things,
no longer seeing a path where I was,

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even though the people were amazing,
and it took a little while,

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but I'm like, all right,
what if I didn't have a job anymore?

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What if it was my thing?
Abject horrifying right, Well, it's

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hard to break those golden handcuffs.
Yes, oh yeah, and I had

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the expense account and the big income, the whole nine yards. Absolutely absolutely

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yeah. So when he started thinking
about it, what fears did you face

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and how did you transition out?
So I couldn't figure out what I wanted

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to do. That was one of
the first things I say, I didn't

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know what I wanted to do.
And it actually took me probably two years

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while I still had that job,
where between the time that idea started floating

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in the back of my mind and
actually doing some thing because I couldn't.

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And at the time, the two
things that I was way, way,

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way into was dogs because I volunteered
every week at a dog rescue. I

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grew up with dogs, I was
training dogs, lots of things around dogs.

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And then the other thing in my
life was working out physical fitness,

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personal training. I had done bodybuilding
and powerlifting. Those are the two things

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in my world. And I'm like, Okay, well what if I did

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a business in either one of those, because those were the two things I

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knew a ton about and I absolutely
loved, and so I did look in

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those arenas like, well, what
if I was a personal trainer, Well,

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what if I bought a gym?
Well what if I had a doggy

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daycare? And I what if I
had dog kennels and grooming? And I

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had some visions of what that would
look like. But one of the things

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I knew was I didn't want to
be tied to a physical building from sun

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up to sundown. Like I knew
I needed more variety than that in my

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environment. And I'm happy I never
took action on only those two things because

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to me, that was still going
to be very it was going to be

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a very small world. It was
going to be my own world, but

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I somehow in the back of my
mind felt it was still going to be

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a very small world. And which
makes sense because here you are. You

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were tied to a nine to five
job in your previous company anyway, and

279
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you didn't want to go from same
to same. So how did you come

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to doing the online entrepreneurship that you're
doing right now? Well, there was

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a step in between. So I
was in Potomac, Maryland, beautiful,

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beautiful place if you haven't been.
I was in Potomac, Maryland traveling with

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my mother and my stepdad to go
to my cousin's wedding. And I was

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on all sorts of medication because I
had been very, very very sick before

285
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this, and so I was still
recovering. Very small wedding. There was

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only like thirty five to small family
wedding. But I'm traveling with my mother

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and her husband, great people,
but still you get the boy right,

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Not easy, and I don't feel
good and I'm way too many people even

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though there's only thirty five of us, right, because there's all these activities

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and I had left dinner. I
also had a little bit too much to

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drink at dinner because I was traveling
with her in her husband and a little

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bit too. So I left dinner
early and I had walked back to my

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hotel room and here I am and
my aunt, one of my aunts,

294
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was also not at the wedding because
she her husband was sick. My uncle

295
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was very sick, and they couldn't
travel. And so now I'm on the

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phone with them, and they were
forever, she was forever looking at businesses,

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and she says to me the name
of this business, And just because

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I'm laying in bed, I'm on
the phone. I've got my laptop.

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I looked it up and I'm like, ah, Now, this was something

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I could see me doing, and
she wanted me to move to Vegas and

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do it with her. I didn't
do that, but I did buy that

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franchise. That was the one that
instinctively dropped in because it was a new

303
00:25:23.000 --> 00:25:27.279
franchise I would be out in the
world. It was senior relocation in a

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state liquidation, so it was the
same market as the long term care insurance.

305
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Right. I felt I had this
story in my head that I would

306
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already know how to do this because
of a very narrow attachment that I evidently

307
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created, but it was building a
business and it wasn't tied nine to five.

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It was much more flexible. It
wasn't a physical location. I wouldn't

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have to take out a loan,
right like, there was some things in

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there. Then I'm like okay,
And so that's what I ended up doing

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when I left corporate. Was I
purchased that franchise and how did like bring

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you to doing branding and helping business
strategy. So what happened was because of

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my business background in corporate, because
of my MBA, I got my office,

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my franchise to the top ten out
of two hundred offices in eighteen months.

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And so the franchise ventulations thank you
and the franchise or would I would

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I would get hired by the franchise
or to train new franchises. They would

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buy their offices, they could come
spend a week with me. I would

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teach them how to do it.
I was also speaking at the franchise events

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on how I was doing it.
And then when I was involved in networking,

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I would want to give a presentation
when it was my turn to prison

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vent at the networking events about my
business and they were like yeah, yeah,

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yeah, we know, why are
you doing so well? Teach us

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that? And after a couple years
of that, you know, it's kind

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of like getting hit over the head. I'm like, Okay, even though

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my franchise was doing well, there
were parts about it that I was realizing,

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we're not for me again. I
had stopped learning. I kind of

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00:27:25.960 --> 00:27:29.640
figured it out. I didn't want
to play with it anymore. And at

328
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the same time, I'm helping all
of my networking friends grow their businesses.

329
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I'm helping all of my vendors grow
their businesses, and that's what people are

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coming to me for. And that's
where I'm getting excited, and that's where

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I'm having an even bigger impact than
what my business did. And so at

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the end of what twenty seventeen,
I tried to do both at this for

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00:27:56.400 --> 00:28:00.680
a while didn't work. The universe, you know, you try to make

334
00:28:00.680 --> 00:28:02.720
the change in your verse goes no
no, no, no no, right,

335
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And so I tried to do both. That didn't work, And so

336
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by the end of twenty seventeen,
I'm like, Okay, if I'm going

337
00:28:07.960 --> 00:28:10.920
to do this, I have to
make a break. And then I called

338
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twenty eighteen errands, you're a failure
though. Truthfully, so I went from

339
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this big, fancy corporate job with
all these accolades and bonuses and things,

340
00:28:18.400 --> 00:28:26.000
to this franchise where again great great
success, external accolades, awards, financial

341
00:28:26.039 --> 00:28:32.519
rewards. And then in twenty eighteen
I made eleven thousand dollars. So that

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was fun, and looking back now, I've had somebody helped me reframe that.

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It really was more of a repositioning
and figuring out what I wanted to

344
00:28:41.759 --> 00:28:45.119
do more than You're right. I
didn't have a clear enough picture. So

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twenty eighteen was really spent not necessarily
making money, but figuring it out.

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And then twenty nineteen is when we
created, when I created Conquer Your Business,

347
00:28:55.799 --> 00:29:02.000
where I really now just focus on
business and randing strategies, the marketing,

348
00:29:02.519 --> 00:29:07.000
the business strategy. How do we
grow, how do I kind of

349
00:29:07.039 --> 00:29:11.079
my own story right, how do
we help how do we help people come

350
00:29:11.119 --> 00:29:18.279
out of corporate and get through all
the trials and tribulations in that transition to

351
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entrepreneurship, but also how do we
help solopreneurs get over the bridge in a

352
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business owner? How do we think
those transitions? Absolutely, and that's powerful.

353
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So let's say there's someone in corporate
they're thinking about leaving the corporate to

354
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start out their own business. What
are three to five things they should be

355
00:29:40.680 --> 00:29:45.960
thinking about. I think you know, to shortcut the learning curve right to

356
00:29:45.160 --> 00:29:52.680
give you a chance at us.
One of the things humans do that messes

357
00:29:52.759 --> 00:29:57.799
us up is we have very much
all or nothing thinking, and that's not

358
00:29:57.960 --> 00:30:03.000
actually how things work. You can
take like, if you are in a

359
00:30:03.079 --> 00:30:04.960
situation now, you can do it
the way I did it. I just

360
00:30:06.039 --> 00:30:10.599
jumped off the cliff. I just
left. But I also don't have children,

361
00:30:11.119 --> 00:30:15.039
I was renting, I didn't have
a mortgage, I didn't have certain

362
00:30:15.200 --> 00:30:19.039
risks that I know not everyone's in
that situation. So if you're in a

363
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situation where you're a little bit most
people are more risk adverse than I am.

364
00:30:25.319 --> 00:30:27.960
Right, get but if you need
to take you know you there's so

365
00:30:29.079 --> 00:30:34.640
much you could be doing on the
side, in your extra hours, to

366
00:30:34.759 --> 00:30:40.400
be setting to be laying the groundwork, to be setting yourself up for success

367
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that it doesn't have to be all
or nothing. And I think right,

368
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So instead of looking at it as
a problem, instead of looking at while

369
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I have a full time job so
I can't do my business, Instead of

370
00:30:52.839 --> 00:30:56.559
looking at that as a problem,
ask yourself, Okay, in a world

371
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of infinite possibilities, how could what
could I do right? What step could

372
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I make right? So break yourself
out of the all or nothing thinking so

373
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that you don't mess yourself up.
The second thing is be prepared for everything

374
00:31:11.480 --> 00:31:18.000
you know about business to be wrong, it to just be wrong. Because

375
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there's two things being in corporate help
you with when you become an entrepreneur.

376
00:31:26.400 --> 00:31:29.880
Number one, delegation, right,
we don't try to do all the things

377
00:31:29.880 --> 00:31:33.319
incorporate, right. I have the
web guy, I have the finance guy.

378
00:31:33.640 --> 00:31:36.319
I don't try to do it all
myself, so that helps you.

379
00:31:36.680 --> 00:31:40.160
Number two work ethic. We're used
to working a full day. So those

380
00:31:40.160 --> 00:31:44.279
two things will help you. And
basically everything else you know about business will

381
00:31:44.359 --> 00:31:48.240
kill you as an entrepreneur, because
corporate is right. Corporate is completely risk

382
00:31:48.279 --> 00:31:53.880
adverse, but entrepreneurship, your success
is tied to how much risk you can

383
00:31:53.920 --> 00:32:01.359
handle without passing out. And you're
true and right. So what really resonated

384
00:32:01.400 --> 00:32:07.880
with me was it's not all our
nothing thinking. Yes, because a lot

385
00:32:07.920 --> 00:32:09.519
of people like, oh, yeah, you know, I'm passionate about it,

386
00:32:09.960 --> 00:32:17.119
and yes, you're passionate about something, but passionate. Being passionate doesn't

387
00:32:17.160 --> 00:32:23.319
mean that you can't be pragmatic too. Yeah, yeah, go ahead.

388
00:32:24.680 --> 00:32:29.599
And the other thing is one of
the mistakes that I watch people make is

389
00:32:29.960 --> 00:32:35.799
not everything you do has to earn
your money. Not everything you do has

390
00:32:35.839 --> 00:32:39.799
to earn you money. And I'm
very glad that I didn't go down the

391
00:32:39.920 --> 00:32:46.720
route of doggy daycare because then my
passion for volunteering at animal rescue might not

392
00:32:46.839 --> 00:32:52.160
be what it is, right,
Not everything you do has to make you

393
00:32:52.240 --> 00:32:58.799
money, and that's really a big
thing that you mentioned. So going back

394
00:32:58.799 --> 00:33:08.640
to like of things that you mentioned, one was that doing things is important,

395
00:33:09.240 --> 00:33:13.839
but it's also important to know that
you don't have to do everything because

396
00:33:13.880 --> 00:33:16.920
you're not good at everything. So
the key thing is what I'm hearing,

397
00:33:17.079 --> 00:33:22.200
is that do what you're good at
and form it out to other people that

398
00:33:22.240 --> 00:33:25.400
they're good at, because you know, when you play things that you're playing

399
00:33:25.440 --> 00:33:30.799
at, it's play and it keeps
your passion going. Otherwise passion drives off.

400
00:33:30.759 --> 00:33:35.880
And also, as you mentioned,
it does not have to be money

401
00:33:35.920 --> 00:33:42.079
for everything. You can do some
of the things as impact creation, especially

402
00:33:42.880 --> 00:33:47.359
the example that you shared about volunteering
with dogs, or it could be meals

403
00:33:47.359 --> 00:33:51.240
on wheels, anything that you have, you can still do it. There's

404
00:33:51.279 --> 00:33:54.119
nothing there to stop you. So
these are like really good points. So

405
00:33:54.160 --> 00:33:58.119
let's say, okay, people have
thought through, people have some clarity,

406
00:33:58.319 --> 00:34:02.799
they're putting in that additional work,
and now they started building the business.

407
00:34:02.920 --> 00:34:10.000
What would be the next steps.
There becomes a time where you have to

408
00:34:10.039 --> 00:34:14.960
get if you really want to build
a business. It's the clarity around knowing

409
00:34:15.000 --> 00:34:17.440
what type of business you want.
And there's no wrong answers. I'm a

410
00:34:17.440 --> 00:34:20.960
big fan of. If you just
want to hobby, hot side, hustle,

411
00:34:21.159 --> 00:34:27.239
more power to you, but choose
it. Don't settle for it.

412
00:34:27.559 --> 00:34:32.559
Too many people settle for the size
business they have because they can't figure out

413
00:34:32.880 --> 00:34:39.119
how to get what they want,
so they settle for what is handed to

414
00:34:39.280 --> 00:34:45.400
them. So whatever it is that
you want, it's perfectly fine as long

415
00:34:45.440 --> 00:34:50.639
as you're choosing it. So at
some point, if you want a big

416
00:34:50.679 --> 00:34:54.760
business, you have to learn how
to get out of launch mode and into

417
00:34:54.880 --> 00:34:59.840
leveraged mode. Right the way that
I describe businesses, there's like three stages

418
00:35:00.400 --> 00:35:05.360
launching, leveraging, and leading,
and how do you transition from one to

419
00:35:05.480 --> 00:35:08.800
the other, and it doesn't have
to be all at once. It doesn't

420
00:35:08.840 --> 00:35:15.079
have to be all at once.
But you have to realize that if your

421
00:35:15.119 --> 00:35:17.280
business is all in your head,
not but you're imagining it, but everything

422
00:35:17.280 --> 00:35:22.960
that happens is internally you're so the
business is so dependent on you, you

423
00:35:23.159 --> 00:35:27.440
end up pigeonholing yourself. That's when
you burn out. That's when you don't

424
00:35:27.440 --> 00:35:34.239
get downtime, that's when you've capped
your income and learning how to, especially

425
00:35:34.280 --> 00:35:39.719
women, that your business is not
about you. Your business is not about

426
00:35:39.760 --> 00:35:44.519
you. Your business is about the
client. And the more you can realize

427
00:35:44.519 --> 00:35:49.960
that your business is not about you, you'll be better at it. You'll

428
00:35:50.000 --> 00:35:54.039
be willing to risk more because it
won't be so tied to all of those

429
00:35:54.039 --> 00:36:00.159
things we talked about that the story
is from childhood, the fear of failure.

430
00:36:00.800 --> 00:36:04.039
The closer that's tied to you,
the harder time you're going to have.

431
00:36:05.239 --> 00:36:10.800
So true, and it's about serving
your clients to succeed. So that's

432
00:36:10.840 --> 00:36:16.960
a really really important point because when
you keep the focus on you, then

433
00:36:17.880 --> 00:36:24.039
it's very hard to continue objectively and
prevent the bone out. So the key

434
00:36:24.199 --> 00:36:29.519
is working on business, not working
in business. You mentioned three things,

435
00:36:30.159 --> 00:36:35.320
launch, leverage, and lead.
Could you shed some light on each three

436
00:36:35.360 --> 00:36:40.800
of the steps. Sure, and
you can be at different steps under different

437
00:36:40.840 --> 00:36:51.599
categories within your business. So I
consider launching mode anything that's not yet been

438
00:36:51.639 --> 00:37:00.679
systemized, so you're still figuring that
piece out, which means we go back

439
00:37:00.719 --> 00:37:04.559
to launch mode. If we have
a new offer, we're launching the new

440
00:37:04.639 --> 00:37:08.960
offer. Right, we go back
to launch mode. When we have excuse

441
00:37:09.000 --> 00:37:15.199
me, an expanded team, we're
going we're figuring. So launching something is

442
00:37:15.199 --> 00:37:22.400
the figuring it out phase tried,
Yeah, it's not. It's not bedded

443
00:37:22.480 --> 00:37:29.760
yet, or you're recreating the wheel
every time you do it, So you

444
00:37:29.880 --> 00:37:34.280
might be selling the same thing over
and over and over again. But if

445
00:37:34.320 --> 00:37:43.800
you haven't systematized the delivery of it
automated, right, If you haven't leveraged

446
00:37:43.880 --> 00:37:46.559
right, because that's the next step. If you haven't gotten to the point

447
00:37:46.559 --> 00:37:52.480
where you if you're at the point
where you're trading dollars for hours, you're

448
00:37:52.519 --> 00:37:58.000
still at the launched stage, and
then you move into leveraged. And leveraged

449
00:37:58.119 --> 00:38:02.679
is what happens. You have to
move into leveraging your resources when you've run

450
00:38:02.800 --> 00:38:07.119
out of hours in the days and
days in the week when you can no

451
00:38:07.360 --> 00:38:15.280
longer make more money because you are
out of time, you have to learn

452
00:38:15.320 --> 00:38:22.519
how to move into leveraging your resources, leveraging teams, leveraging marketing, leveraging

453
00:38:22.559 --> 00:38:29.440
your time. That's beautiful because let
me tell you, like, that's a

454
00:38:29.519 --> 00:38:35.599
good problem to have, and it's
important going It's an important to refer to

455
00:38:35.639 --> 00:38:42.079
the earlier point when you talked about
systematization, because that's where when companies are

456
00:38:42.079 --> 00:38:46.840
scaling up fail because they don't have
processes and systems. And because they don't

457
00:38:47.519 --> 00:38:54.280
now they're working in business, and
then they become the roadblock to their business

458
00:38:54.280 --> 00:38:59.440
subscrib and the business building up.
Yeah, always the roadblock. And here's

459
00:38:59.440 --> 00:39:02.800
the thing. People think that there's
a dollar amount associated with this face,

460
00:39:02.880 --> 00:39:09.280
and that's not actually true. I
work with people making with a million dollar

461
00:39:09.400 --> 00:39:16.000
business who have no client acquisition system. So their back end, right,

462
00:39:16.039 --> 00:39:23.199
the back end is systemized, but
the front end isn't because they're just getting

463
00:39:23.239 --> 00:39:30.360
their business through networking or one to
one relationships. Now not necessarily a problem.

464
00:39:30.559 --> 00:39:32.760
You just have to really recognize that's
where you are. And that also

465
00:39:32.840 --> 00:39:38.239
means the business is still dependent upon
you. As an individual. That's not

466
00:39:38.440 --> 00:39:45.760
sellable. By the way, you
can't sell a business when the entire business

467
00:39:45.920 --> 00:39:52.760
is dependent on you as a human
to be their twenty free seven definitely doesn't

468
00:39:52.760 --> 00:39:55.480
work perfect, right, so you
can have million. You know, there's

469
00:39:55.679 --> 00:40:01.400
large CPA firms, architectures, lawyers
who are one, two, three million

470
00:40:01.440 --> 00:40:07.199
dollar businesses that don't actually have the
front end of their business systematized. There's

471
00:40:07.280 --> 00:40:14.199
no client they've never had to do
a client acquisition system. So now people

472
00:40:14.360 --> 00:40:17.840
have systematized, and as you mentioned, it's never fully done because anytime you're

473
00:40:17.880 --> 00:40:21.880
bringing in a new product, new
service, opening up a new branch,

474
00:40:22.280 --> 00:40:27.440
you will be doing some portions of
it. These are just different segments of

475
00:40:27.599 --> 00:40:31.719
running a business. So let's talk
about leading. When you have a team,

476
00:40:31.760 --> 00:40:37.000
that's such a beautiful phase to be
in. Great. Yeah, leading

477
00:40:37.159 --> 00:40:43.360
is when you get to really step
into CEO role of thinker not doer,

478
00:40:45.000 --> 00:40:55.239
and leading is when you set the
outcomes and the team creates the processes and

479
00:40:55.360 --> 00:41:07.519
does the work to meet those outcomes. Right. It really and again different

480
00:41:07.519 --> 00:41:10.920
phases. You could be leading at
simple parts of your business but still launching

481
00:41:10.920 --> 00:41:21.119
at other parts, but leading create
leading requires full on letting go hmm,

482
00:41:22.119 --> 00:41:34.239
full on letting go, and leading
requires that team processes the whole miners absolutely,

483
00:41:34.360 --> 00:41:39.400
and leading is so beautiful because you
have empowered other members of your team

484
00:41:39.559 --> 00:41:46.079
to step in and grow to be
you come into their own and start leading.

485
00:41:46.320 --> 00:41:51.639
And now when they lead, of
course there's succession, planning and all

486
00:41:51.719 --> 00:41:58.480
that. That's a topic for another
day. And I also just real quick,

487
00:41:58.760 --> 00:42:01.000
real quick. I think one of
the reasons people get stuck is they

488
00:42:01.039 --> 00:42:07.920
see leading as a challenge and a
hard thing to do instead of an opportunity

489
00:42:08.320 --> 00:42:15.320
and an empowering Like going back to
full circle where I was always told I

490
00:42:15.320 --> 00:42:17.239
could have whatever I wanted, I
just needed to go do it myself and

491
00:42:17.400 --> 00:42:22.239
seeing that as an empowerment and not
a chip on my shoulder. Same thing

492
00:42:22.239 --> 00:42:24.559
with leading. Instead of looking at
the team and thinking, oh my god,

493
00:42:24.559 --> 00:42:27.760
I gotta hire someone, Oh my
god, I gotta train somebody,

494
00:42:27.760 --> 00:42:30.480
oh my god, I gotta manage
somebody. What if instead you saw it

495
00:42:30.719 --> 00:42:37.679
as empowering people to have their dream
job within your company, right, all

496
00:42:37.679 --> 00:42:39.920
of a sudden, leading is not
so bad. Oh yeah, Leading is

497
00:42:39.960 --> 00:42:47.159
so beautiful because leading means and I
always say that servant leadership, you are

498
00:42:47.239 --> 00:42:54.199
there to empower somebody else. You're
there to create that impact, and that

499
00:42:54.400 --> 00:43:01.800
is so beautiful. I love that
share with us. How can people get

500
00:43:01.800 --> 00:43:07.440
in contact with you? You've given
us a lot of different areas to think

501
00:43:07.480 --> 00:43:14.320
about and a lot of nuggets that
people can take and run with it.

502
00:43:15.079 --> 00:43:17.280
So how can people get in touch
with you? How can they connect with

503
00:43:17.320 --> 00:43:23.159
you? If they're thinking about starting
their business or scaling their business, or

504
00:43:23.199 --> 00:43:30.199
creating that story as you mentioned for
themselves, how can they go about it?

505
00:43:30.079 --> 00:43:34.800
We make it real easy. It's
really easy. Conquer your Business dot

506
00:43:34.840 --> 00:43:37.039
com. We put everything you need
in one place. You can find my

507
00:43:37.119 --> 00:43:40.480
podcast there, you can find all
our social links there, you can find

508
00:43:40.559 --> 00:43:46.320
contact form there. Everything is all
in one place at Conquer your Business dot

509
00:43:46.360 --> 00:43:52.719
Com. Well, that's fantastic,
Garen. And if you were to leave

510
00:43:52.719 --> 00:43:58.519
our listeners with one or two tips
that they can take them right now and

511
00:43:58.639 --> 00:44:05.280
implement them, what might that be? Reverse engineering? Every every every single

512
00:44:05.320 --> 00:44:09.000
thing is reverse engineered. The what
do you got to start with? What

513
00:44:09.039 --> 00:44:13.920
you want? What do you want? You can't you have no idea what

514
00:44:14.000 --> 00:44:16.280
you need to do until you know
what it is you're trying to accomplish.

515
00:44:16.320 --> 00:44:22.480
So it sounds easy. I totally
get it's not a necessarily an easy question

516
00:44:22.599 --> 00:44:25.960
to answer. But what do I
want? What do I want to happen?

517
00:44:27.159 --> 00:44:30.000
What do I want to have happened? What am I trying to create

518
00:44:30.599 --> 00:44:34.719
and then reverse engineer? Okay,
what has to happen to get there?

519
00:44:35.440 --> 00:44:38.079
Who do I need to be to
get it there? And what do I

520
00:44:38.159 --> 00:44:44.519
need to believe in order for it
to happen? And there's your plan,

521
00:44:44.679 --> 00:44:49.800
there's your roadmap. That's beautiful.
Well, thank you so much for joining

522
00:44:49.880 --> 00:44:53.440
us and sharing your wisdom, a
pass and your story and being vulnerable.

523
00:44:54.079 --> 00:44:58.800
I'm sure that our listeners are going
to get so much value out of our

524
00:44:58.800 --> 00:45:02.639
today's conversation. Awesome. Thank you
so much for having me. It's always

525
00:45:02.679 --> 00:45:09.960
great to chat with you. Absolutely, Thank you again, and listeners,

526
00:45:10.039 --> 00:45:15.199
thank you for joining us because without
you, the show would not be possible.

527
00:45:16.079 --> 00:45:21.440
And do reach out to us and
let us know what you're thinking about

528
00:45:21.440 --> 00:45:27.639
our podcasts, different episodes and who
can be bring, what we can bring

529
00:45:27.760 --> 00:45:32.239
so that you know how to live
the life that you deserve. How can

530
00:45:32.320 --> 00:45:37.480
we serve you to the best of
our ability? So thank you for joining

531
00:45:37.599 --> 00:45:42.639
us, and thank you one for
making the show technically possible and until next

532
00:45:42.639 --> 00:45:47.199
time, be well and take care. Thank you for being part of Beyond

533
00:45:47.239 --> 00:45:51.719
Confidence with your host, Devia Park, we hope you have learned more about

534
00:45:51.760 --> 00:45:54.440
how to start living the life you
want. Each week on Beyond Confidence,

535
00:45:54.559 --> 00:46:00.320
you hear stories of real people who've
experienced growth by overcoming their fears and holding

536
00:46:00.320 --> 00:46:05.400
meaningful relationships. During Beyond Confidence,
Divia Park shares what happened to her when

537
00:46:05.400 --> 00:46:08.360
she stepped out of her comfort zone
to work directly with people across the globe.

538
00:46:08.599 --> 00:46:13.639
She not only coaches people how to
form hard connections, but also transform

539
00:46:13.679 --> 00:46:17.440
relationships to mutually beneficial partnerships as they
strive to live the life they want.

540
00:46:17.840 --> 00:46:22.000
If you are ready to live the
life you want and leverage your strengths,

541
00:46:22.239 --> 00:46:28.039
learn more at www dot dvapark dot
com and you can connect with Diva at

542
00:46:28.039 --> 00:46:31.760
contact at dvapark dot com. We
look forward to you joining us next week.